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The Good & Gather brand will include everyday staples like milk, eggs, produce, meat and dairy, along with protein bars, specialty tortilla chips, ready-made pastas and dried fruit blends.
All products will not have artificial flavors, synthetic colors, artificial sweeteners or high fructose corn syrup, according to the Target release.
“Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families,” said Stephanie Lundquist, executive vice president of food & beverage at Target. “We saw this as a huge opportunity for Target to help. So our team got to work on our most ambitious food undertaking yet.”
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The company will begin phasing out its Archer Farms and Simply Balanced brands and will reduce its Market Pantry line. Favorites from those labels will be transferred to Good & Gather, according to the statement.
Target has been working in recent years to become more competitive in the grocery market, including hiring food experts to evaluate the markets, strengthening supply chain for fresher foods, changing in-store displays and adding delivery options.
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